Circular economy initiatives emphasize the active involvement of consumers as key participants in the supply chain. However, consumers often exhibit reluctance to purchase circular products. This research investigates how sharing information about circular processes and providing product knowledge influence consumers’ intentions to purchase circular products. Grounded in signalling theory, we develop a model to explain how knowledge of the circular processes a product undergoes positively impacts consumer behaviour. Notably, we also examine the role of significant others in shaping consumers’ purchase intentions. This study contributes to the discourse on the consumer's role in the circular economy by linking circularity-related process information with consumers’ purchase intentions. Thus, the suggested propositional framework addresses the information asymmetry between consumers and vendors of circular products, paving the way for more informed and confident consumer decision-making.
Exploring circular process knowledge in driving consumer intention: A signaling theory perspective
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